Most objection handling training treats every piece of pushback the same way: memorise a rebuttal, deploy it, move on. Greg pulls that apart at the root. He argues that reps and managers alike routinely confuse two entirely different things. An objection is an excuse, something negotiable, often a knee-jerk reaction to price, confusion or pace. A condition is a genuine, valid reason someone cannot buy from you right now, and no amount of rebuttal skill will overcome it. Confuse the two and you either fight battles you were never going to win, or walk away from ones you could have closed.